An Introduction to Using Facebook Ads for Your Nonprofit by John Haydon
Jan 27, 2015
An Introduction to Using Facebook Ads for Your Nonprofit
by John Haydon
An Introduction to Using Facebook Ads for Your Nonprofit
What we’ll talk about today:
by John Haydon
• Why should my organization consider using Facebook Ads?
• Why are Facebook Ads more effective than other on online ads?
• What are Sponsored Story Ads and why are they so effective?
• What are the most effective ways to use Facebook ads to attract fans?
• How much do Facebook Ads cost?
• What tools can I use to measure the effectiveness of my ad?
• How can I create an ad that’s effective?
An Introduction to Using Facebook Ads for Your Nonprofit
by John Haydon
• Crisis appeals
• Increase fans
• Increase engagement
• Drive offsite traffic
• Education and outreach
• Enhance brand awareness
Why should my organization consider using Facebook Ads?
An Introduction to Using Facebook Ads for Your Nonprofit
by John Haydon
• Crisis appeals
• Increase fans
• Increase engagement
• Drive offsite traffic
• Education and outreach
• Enhance brand awareness The RedCross used Facebook Ads to increase donations during the Japan Tsunami
Crisis appeals
Why should my organization consider using Facebook Ads?
An Introduction to Using Facebook Ads for Your Nonprofit
by John Haydon
• Crisis appeals
• Increase fans
• Increase engagement
• Drive offsite traffic
• Education and outreach
• Enhance brand awarenessThe Monarch School uses Facebook Ads to get more fans
Increase fans
Why should my organization consider using Facebook Ads?
An Introduction to Using Facebook Ads for Your Nonprofit
by John Haydon
• Crisis appeals
• Increase fans
• Increase engagement
• Drive offsite traffic
• Education and outreach
• Enhance brand awareness
Increase engagement
Why should my organization consider using Facebook Ads?
Reach out to fans who may have dropped off.
Active Users
An Introduction to Using Facebook Ads for Your Nonprofit
by John Haydon
• Crisis appeals
• Increase fans
• Increase engagement
• Drive offsite traffic
• Education and outreach
• Enhance brand awareness Feeding America drives offsite traffic to their Snickers campaign page
Drive offsite traffic
Why should my organization consider using Facebook Ads?
An Introduction to Using Facebook Ads for Your Nonprofit
by John Haydon
• Crisis appeals
• Increase fans
• Increase engagement
• Drive offsite traffic
• Education and outreach
• Enhance brand awarenessTruth received over 1 billion impressions following an Ad campaign
Education and outreach
Why should my organization consider using Facebook Ads?
An Introduction to Using Facebook Ads for Your Nonprofit
by John Haydon
• Crisis appeals
• Increase fans
• Increase engagement
• Drive offsite traffic
• Education and outreach
• Enhance brand awareness The Red Campaign used ads to create awareness around Red products
Enhance brand awareness
Why should my organization consider using Facebook Ads?
An Introduction to Using Facebook Ads for Your Nonprofit
Why are Facebook Ads more effective than other on online ads?
by John Haydon
• 760 million users Wordwide
• Very active user base
• People use Google to search for what they need, but use Facebook to talk about what’s important.
• Targeting is contextual - based on actual interests (job titles, employers, pages liked, updates).
• Ads leverage social proof.
• Most ads include calls to action
An Introduction to Using Facebook Ads for Your Nonprofit
What are effective ways to use Facebook Ads to get more fans?
by John Haydon
An Introduction to Using Facebook Ads for Your Nonprofit
What kind of ads can you buy on Facebook?
by John Haydon
Drive traffic outside of Facebook
An Introduction to Using Facebook Ads for Your Nonprofit
What are effective ways to use Facebook Ads to get more fans?
by John Haydon
Leverage social graph inside Facebook
An Introduction to Using Facebook Ads for Your Nonprofit
How do I measure the effectiveness of my ad?
by John Haydon
Facebook’s Ad Manager includes an analytics module
How can I create an ad that’s effective?
• If you’re using traditional FB ads, or sponsored stories, make sure
your images get peoples attention.
• If you’re directing people offsite, make sure you have optimized
your landing page for specific actions (donations, petition
signatures), and that you can measure conversions.
• Begin any campaign with a test phase of 3-5 days.
by John Haydon
An Introduction to Using Facebook Ads for Your Nonprofit